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DDB Mudra wins creative duties for Protinex

The account was won following a multi-agency pitch.

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MUMBAI: Protinex, the leading nutritional supplement brand from the house of Danone, has awarded its creative duties to DDB Mudra, following a multi-agency pitch. DDB Mudra will bring in its expertise to strengthen the brand’s communication and architecture.

Indian diet is primarily carbohydrate-heavy and protein deficient. A 2017 research by Indian Market Research Bureau* revealed that protein deficiency in India was more than 70 per cent. Until a few years ago, adult nutrition was an ignored topic. Indians are now considering their health and wellbeing seriously.

They are gradually making themselves aware of protein deficiency and its underlaying effects on human health. Building on this insight, DDB Mudra researched this category deeply to map all the touchpoints of a consumer journey and lifecycle.

Read more news on Protinex

Danone India MD Himanshu Bakshi said, “Protein awareness is an important part of our brand commitment since the understanding about Protein is very nascent in India. Effective communication is a vehicle through which we deliver our promise of inspiring healthier eating& drinking habits. DDB Mudra will help us translate this promise to action as we embark on an exciting journey to create impactful communication around Protein”.  

DDB Mudra West managing partner Anurag Tandon said, “Adult nutrition is a category withgrowth potential. Working with a name like Protinex is a matter of pride for us, since they not only have a long-standing reputation in the market but also a vision to further the brand in multiple ways. Our fresh perspective inhow to create consumer awareness about protein deficiency resonated well with Protinex’s goal to create relevance in this segment.”

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